Formula E Appoints New Chief Marketing Officer

The ABB FIA Formula E Championship has appointed Jerome Hiquet as Chief Marketing Officer starting with immediate effect – strengthening the growing workforce ahead of Season Five and a new era of electric street racing.

Working for a number of renowned brands over the space of nearly two decades, Hiquet brings a wealth of experience in both marketing and events – making the transition to Formula E from his previous position as CMO at Tough Mudder.

In his former role, Hiquet helped to build brand awareness and execute a model for growth during the early phase of launching the concept.

Now hundreds of thousands of sports enthusiasts and fitness fanatics take part in fun and challenging events across the world testing their physical and mental capabilities.

Hiquet joins the ABB FIA Formula E Championship as the series moves to accelerate its focus towards more consumer-facing activities – implementing and transferring his expertise across areas including marketing, communications and media.

Listed as one of the top-40 marketing innovators to watch by PR Week in 2015, Hiquet studied at KEDGE Business School in Bordeaux, France and Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico – before starting his career with a stint at the Accor Group.

Since then, he’s worked across Europe and America at both Voyages-sncf.com and Club Med – developing marketing campaigns and strategies to enhance advertisement, promotion and customer experience.

“It’s an exciting prospect to be joining a purpose-driven brand such as Formula E,” said Hiquet.

“Having seen the series grow from the outside and monitoring its tremendous progress in recent years, I’m looking forward to contributing to this incredibly forward-thinking organisation and further developing fan engagement and consumer-orientated activities.

“As a lifestyle brand builder, I can relate to companies that disrupt the industry and the ABB FIA Formula E Championship is certainly doing that in a positive way – in the sports, event entertainment and mobility sectors.”

Formula E CEO and founder Alejandro Agag added: “It’s with great pleasure that I welcome Jerome as Chief Marketing Officer and the newest member of the senior management team at Formula E.

“The ABB FIA Formula E Championship continues to attract top talent across each aspect of the business – both on and off the track.

“Jerome has an abundance and array of experience – matched with equal levels of ambition to help drive the sport forward.”